Why it matters

Sports remain one of the most powerful drivers of consumer engagement at a time of significant audience fragmentation across the media ecosystem. Finding meaningful points of connection with sporting content can thus help non-endemic media brands tap into a unique passion point.


  • Media brands should aim to find content gaps when it comes to sports, which may involve going behind the scenes or looking at the broader lifestyles and interests of athletes.
  • Sports is increasingly linked with other trends, such as the rise of health and wellness and athleisure wear, giving media brands the opportunity to explore new points of cultural connectivity.
  • Retaining a consistent voice when moving into the coverage of sports is essential to building a wider media brand.

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